Table of Contents
Executive Summary
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- The issues
- Sales growth picks up in 2018
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- Figure 1: Total US sales and fan chart forecast of pizza, at current prices, 2013-23
- Frozen pizza trails take-out and delivery
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- Figure 2: Household pizza consumption, July 2018
- Shopping routine may be a barrier to trying new types and flavors
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- Figure 3: Frozen and refrigerated pizza behaviors, July 2018
- The opportunities
- 35-54 age group emerging as an opportunity market for frozen pizza
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- Figure 4: Household pizza consumption, by age, July 2018
- Young adults eat pizza across a wider array of occasions
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- Figure 5: Frozen and refrigerated pizza consumption occasions, by age, July 2018
- Customization appeals to category’s most frequent users
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- Figure 6: Attitudes toward frozen and refrigerated pizza, by frequency of frozen pizza consumption, July 2018
- What it means
The Market – What You Need to Know
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- Sales growth picks up in 2018
- Frozen pizza an increasingly dominant force in the category
- Smaller competitors, private label drive frozen pizza growth
Market Size and Forecast
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- Sales growth picks up in 2018
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- Figure 7: Total US sales and fan chart forecast of pizza, at current prices, 2013-23
- Figure 8: Total US sales and forecast of pizza, at current prices, 2013-23
Market Breakdown
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- Frozen pizza an increasingly dominant force in the category
- Smaller competitors, private label drive frozen pizza growth
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- Figure 9: Total US sales of pizza, by segment, at current prices, 2013-18
Market Perspective
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- Pizza restaurants represent substantial competition for retail pizza
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- Figure 10: Share of top 100 restaurant chain sales, 2016
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- Figure 11: Share of top pizza chain sales, among top 200 restaurant chains, 2016
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- Figure 12: Change of sales of top pizza chains from one year prior
Market Factors
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- Incidence of household frozen pizza usage ticks up
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- Figure 13: Household incidence of frozen pizza consumption, 2013-18
- Households with children continue to decline
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- Figure 14: Households, by presence of own children, 2007-17
Key Players – What You Need to Know
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- Market share of biggest competitors shifts minimally in latest 52 weeks
- Small companies and store brands continue to make gains
- Regional competitors hold their own
- Alternative crusts and ingredients gain traction
Company and Brand Sales of Pizza
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- Market share of biggest competitors shifts minimally in latest 52 weeks
- Small companies and store brands continue to make gains
- Sales of pizza by company
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- Figure 15: Multi-outlet sales of pizza, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Regional competitors hold their own
- Bernatello’s Foods
- Home Run Inn Chicago
- Palermo’s
- Premiumization of private label frozen pizza
- No additives/preservatives claims increasingly common on pizza
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- Figure 16: Leading claims on pizza product launches, 2013-18*
What’s Struggling?
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- Frozen pizza’s biggest competitors slowly losing ground
What’s Next?
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- Alternative crusts and ingredients gain traction
- A more positive take on ingredients could drive further growth
- Pizzas with more sophisticated flavors set to gain
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- Figure 17: Interest in pizza concepts, by age, July 2018
The Consumer – What You Need to Know
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- Frozen pizza trails take-out and delivery
- Frozen pizza’s dual nature – both utilitarian and fun – defines occasions
- Shopping routine may be a barrier to trying new types and flavors
- Crust almost as likely as toppings to factor in pizza purchase decisions
- Category gets credit for improvement in variety and taste
- Heaviest users want greater flavor variety
Household Pizza Consumption
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- Frozen pizza trails takeout and delivery
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- Figure 18: Household pizza consumption, July 2018
- 35-54 age group emerging as an opportunity market for frozen pizza
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- Figure 19: Household pizza consumption, by age, July 2018
- Larger households more likely to opt for frozen pizza
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- Figure 20: Household pizza consumption, by household size, July 2018
- Parents and young adults the most frequent consumers of frozen pizza
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- Figure 21: Frequency of household frozen pizza consumption, by presence of children and by age, July 2018
Pizza Consumption Occasions
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- Frozen pizza’s dual nature – utilitarian and fun – defines occasions
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- Figure 22: Frozen and refrigerated pizza consumption occasions, July 2018
- Young adults eat pizza across a wider array of occasions
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- Figure 23: Frozen and refrigerated pizza consumption occasions, by age, July 2018
Pizza Shopping Behaviors
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- Shopping routine may be a barrier to trying new types and flavors
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- Figure 24: Frozen and refrigerated pizza behaviors, July 2018
- Younger adults more likely to stick with favorite varieties and brands
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- Figure 25: Frozen and refrigerated pizza behaviors, by age, July 2018
Pizza Purchase Factors
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- Crust almost as likely as toppings to factor into pizza purchase decisions
- Cost ranks third
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- Figure 26: Frozen and refrigerated pizza purchase factors, July 2018
Attitudes toward Pizza
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- Category gets credit for improvement in variety and taste
- Opportunity for premium pizza
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- Figure 27: Attitudes toward frozen and refrigerated pizza, July 2018
- Young adults more likely to hold a critical view of category
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- Figure 28: Attitudes toward frozen and refrigerated pizza, by age, July 2018
- Customization appeals to category’s most frequent users
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- Figure 29: Attitudes toward frozen and refrigerated pizza, by frequency of frozen pizza consumption, July 2018
Pizza Concepts
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- Heaviest users want greater flavor variety
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- Figure 30: Interest in pizza concepts, by frequency of frozen pizza consumption, July 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 31: Total US sales and forecast of pizza, at inflation-adjusted prices, 2013-23
- Figure 32: Total US sales and forecast of frozen pizza, at current prices, 2013-18
- Figure 33: Total US sales and forecast of frozen pizza, at inflation-adjusted prices, 2013-18
- Figure 34: Total US sales and forecast of refrigerated “take-and-bake” pizza, at current prices, 2013-18
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- Figure 35: Total US sales and forecast of refrigerated “take-and-bake” pizza, at inflation-adjusted prices, 2013-18
- Figure 36: Total US sales and forecast of pizza kits/components, at current prices, 2013-18
- Figure 37: Total US sales and forecast of pizza kits/components, at inflation-adjusted prices, 2013-18
- Figure 38: Total US retail sales of pizza, by channel, at current prices, 2013-18
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Appendix – Key Players
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- Figure 39: Multi-outlet sales of frozen pizza, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 40: Multi-outlet sales of frozen pizza, by leading companies, 2013-18
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- Figure 41: Multi-outlet sales of refrigerated “take-and-bake” pizza, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 42: Multi-outlet sales of pizza kits/components, by leading companies and brands, rolling 52 weeks 2017 and 2018
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